PENGARUH DESAIN PRODUK , HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING PADA UD BATIK RENGGANIS SELOWOGO KABUPATEN SITUBONDO

Abstract

Marketing encompasses the activities a company undertakes to introduce and offer products to consumers while fulfilling market needs and desires. This study aims to analyze the influence of product design, price, and service quality on consumer satisfaction, mediated by purchase decisions, at UD Batik Rengganis in Selowogo Village, Bungatan District, Situbondo Regency. The sample was determined using a simple random sampling technique, involving 90 respondents who are customers of UD Batik Rengganis. The data analysis and hypothesis testing were conducted using the Structural Equation Modeling – Partial Least Square (PLS-SEM) method.

The research results indicate that the product design has a positive and significant influence on purchase decisions; the price has a positive and significant influence on purchase decisions; the service quality has a positive but insignificant influence on purchase decisions; the product design has a positive and significant influence on consumer satisfaction; the price has a positive and significant influence on consumer satisfaction; the service quality has a positive but insignificant influence on consumer satisfaction; the purchase decisions have a positive and significant influence on consumer satisfaction; the product design has a positive but insignificant influence on consumer satisfaction through purchase decisions; the product price has a positive but insignificant influence on consumer satisfaction through purchase decisions; and service quality has a positive but insignificant influence on consumer satisfaction through purchase decisions.